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Premium live sports content attracts large audiences, drives TV subscriptions upwards and generates advertising for broadcasters, particularly in an increasingly diversified media landscape. With no foreseeable end to the rush for premium sports rights over a handful of major sports events, the dramatic intensification of competition in the past 20 years has led to a steep increase in the pricing levels of audiovisual rights. In 2009, EU broadcasters spent around €5.8 billion on the acquisition of ...